Case study, a road map for natural capitalism Study

, a road map for natural capitalism - Case Study Example The term ‘Natural Capitalism, stresses on the weakness of industrial capitalism as it is practiced in contemporary society. It’s is perceived as unnatural and the one that lacks logic in all aspects. The article What should we do: A Road Map for Natural Capitalism (2007), Harvard Business Review, Lovins, A.B., Lovins, L. H. & Hawken, P. Jul/Aug 2007, Vol. 85 Issue 7/8, p. 172-183 provides an insight of what for years has been ignored and the dangers that the ecosystem is in and humankind in the long run that is often ignored. One fundamental idea, that the article offers, is the need for companies and government to rethink their operations that hurt the ecosystem (Lovins et al., 2007). The companies and the government should set a strategy rooted in these principals and global work consistently towards their eventual implementation. Furthermore, the key to the community successfully employing these practices need our governments and companies to start placing a value on earth’s natural capital or ecosystem services. Simply put, economy is always dependent and fed by the same earth’s natural environment and for many of these services there exist no replacement. According to the article, by quantifying the expenses of the ecosystem and having them in their company balance sheets, firms can begin to minimize their wasteful depletion of the resources and eventually seek innovative ways to make changes in their production processes that will not lead to stretching these natural resources more than ever imagined. The perceived shift to this modern paradigm give a competitive edge to industry and lower expenses by increasing their bottom line and assist to start to stabilize the endangered earth’s climate while starting to replenish the earth’s biosphere. Through this the article claims that it is a win-win situation for both the humankind in the future and the ecosystem. The articles